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Search Engine Optimization
SEO (Search Engine Optimization) is the process of increasing the amount of visitors to a site by designing the site content so that the site ranks high in the search results of a search engine. The higher a Web site ranks in the results of a search, the greater the chance that a user will visit that site.
    People are not going to spend time clicking and scanning tons of pages of search results. Therefore, where a site ranks in a web search is absolutely critical for directing more traffic toward the site. SEO helps to make sure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine.
    To understand how this works, you need to know a little bit about how search engines work. Typically, a search engine sends out a spider to fetch as many documents as it can. Then another program, called an indexer, reads these documents and makes an index based on the words each document contains. Each search engine uses a unique proprietary algorithm to create indexes so that hopefully only meaningful results are returned for each query.
    These indexers compute the keyword density.
    Keyword density refers to the how often a certain word appears in a given document. It’s given as a percentage. Let’s say you have a site about running shoes. A keyword density of 7% on “running” on that web page means that out of 1000 words, 70 of them are “running.”
    Unfortunately, the quick-buck con artists have figured this out, and they will put up a site that has a front page that is totally littered with keywords. To give you an idea, a normal key word density for the main key words is about 3 to 7%. What these people will do is have something insane like a 25% keyword density on their front page. Then that page ranks #1 in search engine results when users search for that word. Once the user is on the entry page, they’re likely to enter the site.
    Pornographers do this by putting up sites that have content like:
    Sex, sex, sex. Sex is here. You want sex. We have sex. Pix of sex, lots of sex.
    See how annoying that gets?
    Search engines used to use meta-tags to search for web sites. This was nice, since the meta-tag was a hidden area of your page where you could put all the relevant keywords and not have to worry about making your content sound awkward by overusing certain words.
   

2.1. Things to Consider

There are many things to consider when you go to put keywords in the text of your pages. Most search engines index the full text of each page, so you should put your keywords throughout your text. However, each search engine uses different ranking algorithms. And that’s the really hard part--difficult though it may be, you need to keep all of them in mind.

2.1.1. General rules

Your main page should be full of keywords because that page has a higher chance of being indexed than other pages. And for some search engines, it will be the only page that is indexed.
    Some engines will rank your page highly if it has at least 100 words on it, so consider that your minimum. Directories include pages based on the quality of their content, so make sure your pages aren't just lists of keywords. If you do that, you risk not getting in the big directories AND you will irritate readers—they won’t come back.

2.1.2. Important design concepts

When you create your pages' content, pay attention to:
    · Keyword prominence
    · Proximity
    · Density
    · Frequency
    2.1.2.1. The thing about keyword prominence is that the best place to place keywords in your text is at the top of each page, preferably the main page. The closer your keywords appear to the start of the page or the start of a sentence, the better. You'll frequently see “keyword prominence” used to describe search engines' algorithms. Be aware that some engines also say the bottom of the page should contain keywords as well.
    It gets more complicated. Search engines view pages differently than people do. Here's an example:
   
What you see

What Google sees

Home About Us Products Contact
Adsese secrets revealed. Free adsense ebook
Home About Us Products Contact Adsese secrets revealed. Free adsense ebook

    As you see, search engine may believe that your site is about home. Of course, Google is clever enough to find AdSense keyword, but it may “believe”, that the keyword is not really important.
    So the moral of the story is: try to put keyword-rich text at the very top of your page. If you put images at the top of your page, make sure to include ALT tags so the search engine ignores them.
   
    2.1.2.2. Some engines, such as Google, use keyword proximity as part of their ranking formulas. It means that keyword proximity refers to how close keywords are to each other. You want to put your keywords as close together as possible and make sure your sentences are clear.
    Here's an example:
    Meow Mix sells the very best cat food as far as taste tests of actual cats are concerned.
    versus
    Meow Mix scored number one in taste tests to see what kind of food is really preferred by the typical cat.
    The two keywords are "cat" and "food." If a user searches for "cat food," the first sentence will rank higher because its keywords are closer to each other. Why do search engines do this? Because if you’re searching for “running shoes”, a page that contains “running shoes” is probably relevant, but a page that contains, “I was running late for work and forgot to put on my good shoes,” probably is not.
    Why is keyword density important? Because, as I said earlier, it measures how often that particular word comes up. Keyword density is also known as keyword weight. The higher the percentage of keywords in relationship to other text, the higher your page will rank—to point. Many search engines, Google included, have gotten wise to the fact that extremely high keyword densities are probably contrived.
    Here's an example of how keyword density it measured. Let's assume the keyword phrase is "cat food."
    Cat food is our only business.
    Since "is", "our," and other stop words are usually not counted, there are three "words" in the sentence: "puppy food," (which the search engine counts as one word, since that’s what it’s searching for), "only," and "business." "Cat food" composes 1/3 of the sentence, or 33%.
    Realistically, keyword density is almost never this high, nor should it be or your copy will sound very contrived. The recommended density is 3-7%. This means that your keyword should repeat 3-7 times for every 100 words.
    Sure, that may not sound hard, but believe me--having 10 keywords and trying to repeat each one 3-7 times per 100 words of text is practically impossible. Instead of trying to do that (and having copy that sounds really weird), pick two or three of your most important keywords and try to use them 3-7 times for every 100 words.
    So what about keyword frequency? Keyword frequency is a measure of the number of times keywords occur within a page's text. It's kind of related to the concept of keyword density. The thinking is that search engines want to see a word used more than once to make sure it’s something you’re really talking about. The best number of times to repeat a key word is 3-7 times.
    Don't get overly clever and try to use tiny or invisible text to put keywords at the beginning of your pages. Search engines look for this, and when they find it they call it spam and they’ll probably reject your site for it.
    So, in a nutshell, you want to: Include at least 100 words in page text Use keywords at the beginning of the page Place keywords close to each other Repeat keywords 3-7 times for every 100 words
   
    2.1.2.3. Keyword density refers to focusing on specific market niche. And the only way a search engine can figure out your niche is to search for the keywords you use. Those keywords don't necessarily have to be right there on the page—they can be in the title and in links that will lead to the page. Having said that, though, keywords that appear on your page are certainly the most common way that search engines use to decide what your page is all about. Keyword density refers to the ratio of keywords to the total number of words on the page.
    So, you must select specific key phrases, which is an essence of you business. It’s difficult to choose single word, which may be too general and may have too much competition. I made a search on Google for "biodiesel" and it returned 5,790,000 results, for “businessplan” I received 1,980,000 results. Narrowing search to “biodiesel businessplan”, I’ve got 79,000 results and my site was number 1. The tip here is to select popular keywords and create your killing combination, or key phrase. Just think about what people may type in the browser to find your site? If you were looking for your product, what would you type? What type of problems does your product or service solve?
    It makes sense to optimize the same page for keyword phrases that share some of the same keywords. Use only a few keyword phrases per page, if you add more keywords to the mix, you lessen the keyword density and change the focus of the page. But you may want to target on different countries or communities, where people use own catch phrases, different from used elsewhere. In this case you may use home page to target your primary keyword and use the other pages to target other keyword phrases.
   

2.2. Choosing a Domain Name

Some people think it is very important to have keywords in a domain. People purchase domains like adsense-secrets-revealed.com. Keywords in the domain name are usually important, but it usually can be done while keeping the domain short, memorable, and free of hyphens. Your best bet is to think of a name that is an extension of who you are.
    Search engines do not read the words in your URL if they are ran together. Many webmasters separate the words in their domain names using dashes. In the past the domain name itself was a significant ranking factor. As search engines have advanced it is not very significant factor anymore. The point of having keyword now is to make it memorable for audience.
    So, before you pick a domain name you should know your target audience, what you intend to sell to them, and what makes your site unique or different than everything else that is already on the market. This uniqueness is your strategic investment in an opportunity to charge more for your brand. So, do not use generic site (therefore,- brand) name. Otherwise your site and your brand may be regarded as a “commodity”. Unless you want to create new kind of business.com.
    Do not use long names, usually people will forget all the words in them. Another problem with exceptionally long URL's is that they get cut off in emails and other communications.
    Some regional based search engines or indexes will only list sites which are registered in their country code. If your site exclusively or primarily caters to a specific country then you will most likely want to register a domain using the local country code. But for Google it will work regardless of TLD. For instance, I registered regional domain name, which was indexed by Google and ranked top-10 in specific search.

2.3. Creating a Site Design:

The best way to make your first web page is to buy template or to steal layout idea from another website that is not directly competing with you. You may use HTML editor like Macromedia Dreamweaver or Adobe GoLive. But it is worth it to pay someone to make a professional looking design for site. Buying a good original logo is another brand investment.
    Let’s review some important concepts of web design in regard to SEO.

2.3.1. Cascading Style Sheets (CSS):

Cascading style sheets control the style of your site. When the web was created the idea was to keep layout and information separate from one another. Using external style sheets allows to change virtually every aspect of your site by making changes to one file. What you do is put the layout in a sheet called stylesheet.css and reference it on other web pages. A code like this would go in the head of a web page.
   

<link href="/ stylesheet.css" rel="stylesheet" type="text/css">


    You can link each page of your site into an external style sheet to control the display. Many of the repetitive changes that would be made on every page can be done simply by changing that one file. Cascading Style Sheets are not necessary for smaller sites, but are a great idea if you are going to have a large content based site. They also can help to improve the content to code ratio.

2.3.2. Server Side Includes (SSI):

Server Side Include is an Apache server technology which allows including pages or parts of a page within another page without the negative side effects of using a framed based navigation system. To include another page inside a page you would include the following code where you wanted the included page to appear.

<!--#include virtual="/includedfile.htm" -->

Using CSS and SSI or dynamic programming languages is not necessary for a small website. But it can save many hours of hard work for a large site. You can use SSI for banners, page footers, navigational tabs, left column navigations, etc.

2.3.3. Content Management Systems (CMS):

Content management systems (made on Coldfusion or PHP languages) control the look and design of a site. Most people do not need an expensive content management system unless they want capabilities of news portals.
    It is possible also to use blogs as Content Management Systems. Keeping an updated blog ensures you have fresh content available which keeps traffic coming back to your site. In addition blog software can be used as an exceptionally cheap content management system.

2.3.4. What inside (meta) tags.

They are very important, below are tips for some of them.
   
    2.3.4.1. Title.
Use keywords in page title. Place the most important keyword phrase at the beginning of the page title. Shorter site titles are usually better than long ones. Use overlapping keyword phrases in the page title. Create a unique page title, meta tags, and content for each page.
   
    2.3.4.2. Description should be a few sentences to a paragraph describing the page contents. The meta description tag can be seen in some search results so you must to write it to be seen by others.
   
    2.3.4.3 Keywords tag should contain misspellings and synonyms. Each keyword phrase in the keywords tag should be comma separated.
   
    2.3.4.4. Headers. Never Hide Headers. Use H1 header on your page containing the same the primary keyword phrases to reinforce your title. Use H2 or H3 before every paragraph or every other paragraph. This improves usability and helps define what the page is about to search engines without making the page look like it was wrote for a search engine. Centered headlines are wasted headlines. If you center them, you’ve hidden them from 10-20% of your readers. Might as well not have them at all. And don’t even think about right-justifying them. Just left-justify them and don’t ever worry about it again!
   
    2.3.4.5. Tables. The ideal table for online is short, narrow, and only used for data. When a table is too wide or too long, part of it is out of the reader’s natural field of vision. When they scan fast, they won’t see all of it.
   

2.4. What Google wants? To get you listed.

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How to create links:

• Directories like DMOZ (Open Directory Project) may list your site after you submit it. DMOZ is worth to spend the extra time to ensure you are in the correct category and are following the directory guidelines. The other popular directory worth to submit to is Yahoo! Directory. DMOZ is syndicated by many other sites and inclusion into it often provides your site with dozens of inbound links, listing in it is very important.
    • You can exchange links with related to your topic web sites.
    • Writing articles or press releases and placing them on other websites can give you inbound links via the article signature.
    • People interested in your site may eventually link to you without you asking.
    • You leave messages in forums or blogs and leave signature links. Posting messages can get your website indexed in no time so long as the links are static links. Static links are links that do not go through redirects.
    Yahoo! is currently the only major search engine to offer a paid inclusion program. Yahoo! Directory charges recurring annual fee for commercial sites (double that for adult sites), which may be expensive for small time webmasters. Yahoo! lists sites in order of popularity instead of alphabetical. Non commercial sites can list in the Yahoo! Directory for free. Concerning Google, I must admin, that there is no direct way to pay him to get listed in organic search results.
    Selecting right category is very important. If the categories are almost all blank or consist only of paid listings it is probably not worth paying to be listed. Avoid also listings with ads of high margin sites (like casino, prescription, debt consolidation).

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